In a recent presentation at GuildHE (the body representing 27 UK universities, university colleges and specialist colleges) James MacGregor, Head of HE Research at YouthSight, and William Annandale of Quadrant Consultants set out some of the characteristics that make GuildHE students different. Using original analysis based on YouthSight’s Higher Expectations data set James showed how GuildHE students differed from other students when making their university choices.
They were more likely to:
- Want personal contact, i.e. Student Ambassadors, Search for a specific course and choose a university for that reason
- Explore assessment/teaching methods and be influenced by good teaching
- Be influenced by the application process and communications
- Rate their university experience to date as excellent
- Have had their course expectations met or exceeded
They were less likely to:
- Search for information online
- Look at League Tables
- Be influenced by others
- Be concerned about the perceived ‘prestige’ of an institution
- Consider social life as a priority
- Seriously have regretted their choice of university
Interestingly, although employability is important to GuildHE for the future, it was not necessarily related to earning potential; ambitious but not overly materialistic would seem to be the case for many.